Marketing in the Middle of a Pandemic
These are unprecedented times, and for business owners, it can be uncomfortable trying to market your business right now. It doesn't feel appropriate to keep going with your usual ads and marketing campaigns now, as stores are closed down and people are ordered to stay home. So how do you market your small business in the middle of a pandemic? Keep reading!
1. Use this time for relationship building through email or social media
In hard times like these, it's important to focus your marketing more on relationship-building than just making sales. Some ways to do this are by utilizing your social media accounts or email list to check in on your customers. Send out an email letting them know how you're handling the pandemic (see step two) and add a small paragraph telling them that you know these are hard times and that you're dedicated to standing by and supporting your community. Make a post on Facebook or add to your Instagram story asking patrons how they're doing. You can use polls or questions on Instagram stories or ask them to comment on a Facebook or Instagram post, just asking them how they're handling quarantine. The goal here is to be empathetic and kind to your followers, and show them that you care. Not only is it a good thing to do, but it will also increase brand loyalty because customers will see that you care.
2. Keep customers updated regarding any changes
With circumstances changing so frequently, it's crucial to keep customers updated on how you're handling the virus. Any changes to hours, if your location is closing temporarily, what actions you're taking to stop the spread (extra sanitation, employees using masks, gloves, etc), those all need to be communicated to patrons and even potential customers. You can do this by updating your hours and making a post about your COVID-19 response on Google My Business, so that anyone who searches for your business will know when/if to come in. Adding a small paragraph to the homepage of your website, posting on social media, and sending out an email are all helpful ways to keep customers in the loop. This ensures that customers don't waste their time driving to your business only to find it closed, and that they feel safe coming in.
3. Find ways to give back to the community during these hard times
This tip can be done in many different ways, so if you're business is struggling right now and you don't think you have the means to help anyone, don't worry. If you do have the means to, consider donating to a food bank, shelter, or even a blood bank. Take photos for social media and encourage your followers to donate if they can. If you're not able to do that, give back by hosting a sale to help your customers and your business at the same time! Especially if you sell essentials like food or clothing, a sale to give your customers a deal while encouraging purchases is a win-win situation. If you sell non-essentials, you can offer your products as a relief from the stress of the pandemic (as long as you're practicing safe sales methods). For example, I have been offering free assistance moving business owner's sales online through a website or social media during this pandemic, because I want to give back. Giving back is not only the right thing to do, but your customers will see your dedication to the community and remember you.
4. Stay connected with employees even if your're closed
I include this as a marketing tip because it provides content for social media and increases brand loyalty, but it's also the right thing to do. If your business is temporarily closed or your employees aren't coming in, remember to check in on them. This is hard on them too, so try not to forget about them. As far as content goes, see if your employees are free for a short video chat and take some screenshots of the team. You can share it to social media to thank your employees for all they do and show your audience what kind of culture your business has. Some customers might even recognize a few employees and comment to say hello, so it's a great way to increase social media engagement while supporting your team.
5. If possible, move sales online
Lastly, if you can, move your sales online. It's important that we keep ourselves, our customers, and our employees safe by following stay-at-home orders, so do what you can to move things online. Obviously if you sell services and not products, this might be a little difficult, so look to my last post, Surviving the COVID-19 Pandemic for help there. This allows you to continue making sales and keep your business afloat, even in the midst of a global pandemic.
I hope these tips are helpful for you! If you have any thoughts or questions, contact me through one of the social icons below, and I'll be happy to help you out. The most important thing to remember is that these are unprecedented times, so have a little extra patience and kindness for those around you. We can all get through this together!
